Why Facebook Ads Matter to Your Real Estate Business

If you haven’t used Facebook ads in your real estate marketing lately, consider these facts. Facebook has nearly 2 billion global members who use it monthly, and 1.2 billion global members who use it every day. By itself, Facebook accounts for about 43% of all digital advertising growth.

According to the Pew Research Center, Facebook is the most popular social media platform in the U.S, with about 79% of online Americans registered as users. The demographic variety of users on Facebook is an advertiser’s dream, covering a wide swath of age groups, locations, education levels and income brackets.

Hands down, Facebook might be the most cost-effective way to reach today’s constantly-connected mobile consumers! According to Forbes, there were 4 million businesses who bought Facebook ads during 2016, and the majority of them were small and medium-sized companies.

But if Facebook ads are so darn popular with small businesses, why aren’t more real estate agents using them?

Part of the challenge involves deciding the audience and market area targeting, the ad design and the call-to-action. Yet the biggest challenge for most agents is having a comprehensive ad strategy! Ideally, your Facebook ad should enhance your brand recognition, and leverage the resources you already have.

For example, some agents use Facebook ads simply to pursue more Page Likes, with the intent of growing their social media audience. But without posting daily, engaging content, a high number of these new Page Likes will soon be lost.

The better Facebook marketing strategy is to make a compelling offer with a highly visual ad, directing the audience to a lead capture page.

The catch: you must supply something of value! Examples include:

How-to ebooks; home buying, home selling and investor guides

Statistical reports

"Coming Soon" listing previews

Special discounts or other unique, time-sensitive offers

Tip: If your lead capture page needs updating to better serve mobile users, invest in this upgrade before driving ad traffic to the page! Your opt-in form should be simple and easy to complete.

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